E.l.f. Launches Personalized Beauty Tool Powered by Pinterest Insights
E.l.f. Cosmetics, a brand under E.l.f. Beauty, has launched a personalized makeup tool and marketing campaign that brings together consumer insights, shoppable Pinterest boards and influencer activations.
The no-cost digital experience, called “color e.l.f.nalysis,” lets users snap a selfie or upload a photo to determine which makeup shades best suits their unique features. Based on the results, each user is matched with a curated, color-themed Pinterest board, where they can explore and purchase relevant E.l.f. products.
The tool analyzes an individual’s:
- Hue (warm vs. cool)
- Value (light vs. deep contrast)
- Chroma (bright vs. muted)
Insights-Driven Personalization
Patrick O’Keefe, chief integrated marketing communications officer at E.l.f. Beauty, said in a statement that the company collaborated with Pinterest and color experts to identify seasonal consumer trends to develop the color-match results.
Using user search, save and shop behavior insights on Pinterest, the companies found:
- A 23% increase in searches for terms like “true summer makeup.”
- A 30% increase in “spring color palette analysis.”
“With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like ‘color season analysis,’ it’s clear consumers are craving personalized beauty experiences,” Katie Dombrowski, VP of CPG at Pinterest, said in a statement.
Influencer and Digital Expansion
The campaign includes an influencer marketing component that enables content creators to amplify their reach on Pinterest using Idea Ads through paid partnerships. E.l.f. also teamed up with creative agency Movement Strategy to develop real-time, insight-driven brand strategies around the effort.
This effort is part of E.l.f.'s broader digital transformation strategy, which places data at the core of its marketing decisions.
For example, the brand has explored spatial computing through its launch on Apple Vision Pro, and continues to experiment with interactive, personalized experiences that encourage users to engage with their “whole self,” not just individual products.
“We listen to our community — and once we get a signal, we lean in,” Ekta Chopra, E.l.f. Beauty’s chief digital officer, told P2PI sibling brand CGT in a previous interview.
This article was originally published on P2PI sibling brand Consumer Goods Technology.
